Welcome to our Blog!

In marketing, perception is reality. In the mid-1970s, health concerns arose over the use of the dye amaranth, commonly known as FD&C Red #2. Studies linked the popular food coloring with cancer. Mars Inc., makers of M&M's, decided in 1976 to replace red M&M candies with orange ones. Did the candymaker eliminate red M&M's because they contained the dye in question? No. In fact, the candies contained a different (and safe) red dye. Instead, the company decided to remove the red candies to allay the fears of consumers who worried about anything with red dye in it.

Mars understood the power of perception. Although its product was perfectly safe, the company knew that consumers were concerned. Sure, it could have stuck with the red candies and focused its marketing on explaining that the red dye it used was safe. After all, that was the truth, and many people would surely have believed it. But Mars knew that not everyone would feel comfortable with that explanation. The brand might have been hurt by this negative perception. So, even though the truth was on its side, Mars decided to make a fairly significant change. In the process, it generated a lot of goodwill and got the added bonus (and buzz) of introducing a new color to the M&M's fold. How do people perceive your products, services, and brand? Are there any misconceptions that could be adversely affecting you? If so, what changes can you make to alleviate those concerns and improve your image? And what extra value can you get from making those changes? There's one final chapter to the red M&M's story worth noting. Eleven years after pulling red M&M's off the market, Mars reintroduced the color in 1987. It proved a popular addition at the time and remains so today.

Joe Gass @ Printing & Graphics  _  5900 Harris Technology Blvd, Suite G, Charlotte, NC 28269  *  704-551-0700  _  www.heritageprinting.com  _  22725 Washington St., Leonardtown, MD 20650  *  301-475-1700 _ Wide Format signs, banners & banner stands, displays, posters, wall and window graphics, vehicle and floor graphics, decals, backlit signs, point of purchase, end caps and toppers, on-site installation and fulfillment Offset and Digital newsletters, magazines, publications, catalogs, conference and meeting materials, brochures, rack cards, presentation folders and direct mail Veteran Owned and Operated

In addition to establishing a consistent brand image across your business, a corporate style guide can ensure documents and other corporate imagery conform to corporate policy and remove the necessity to reinvent the wheel for new communications. Whether you create a style guide for marketing materials, websites, newsletters, or external communications, here are a few tips to consider:

• Include an introduction and background of your business (consider offering a timeline of historical events, mission statement, etc.).
• Provide examples of how your brand is used (provide images from business cards, print documents, newsletters, e-mail signatures, website, etc.).
• Define acceptable deviations and abbreviations of your company name (for example, Polar Professionals, Polar Professionals, Inc., PPI, and Polar), as well as a list of taglines and slogans.
• Identify corporate colors, typefaces, and logo standards (such as guidelines using a partial logo or a black and white logo vs. color).
• Address professional and departmental titles (John Doe, PE vs. John Doe or "Department of Art and Design" vs. "Art Department").
• Define a consistent way to write day-to-day words such as e-mail vs. email, website vs. web site, etc.

Check out the following link for a great example of a corporate style guide: (www.easy.com/PDFs/easyGroup_Brand_Manual.pdf) And for help creating and printing a style guide that professionally portrays your business, stop by today. ___________________________ Joe Gass @ Heritage Printing & Graphics

5900 Harris Technology Blvd, Suite G, Charlotte, North Carolina 28269 * 704-551-0700     www.heritageprintingcharlotte.com

 22725 Washington Street, Leonardtown, Maryland 20650 *                 301-475-1700 * www.heritageprinting.com

 Veteran Owned and Operated Wide Format - Signs, Banners & Banner Stands, Displays, Posters, Wall and Window Graphics, Vehicle and Floor Graphics, Backlit Signs, Retail Point of Purchase, End Caps and Toppers, On-Site Installation, Kit Packing and Fulfillment Offset and Digital - Newsletters, Magazines, Publications, Catalogs, Conference and Meeting Materials, Brochures, Rack Cards, Presentation Folders and Direct Mail

Â
Â
Â
I saw this headline a few days ago: "Coke recipe still safely under lock and key in Atlanta." I clicked on it at once. When I went to read the article, I realized I'd been subject to link bait.Link baiting is (in part) when you create a headline that is SO AMAZING your potential fish get caught on your hook. They just can't help reading your article. In this case, it was the implication that Coke's 125-year-old, top-secret recipe had been revealed. People forget just how important headlines are. I'm not just talking about social media either. If your monthly newsletter has boring headlines, then how do you expect to hook YOUR fish? Writing counts. It counts on Facebook, in your blog, on Twitter, and most certainly on your printing. Boring newsletters are, well, boring. Let me make you this offer: I will rescue you from boring headlines. When you call me, we can write some amazing headlines together. I have the experience. You have the newletter. Let's get writing! By the way, in case you're interested in reading more about the story that inspired this post (the security of Coke's secret recipe), here's a link to a Reuters' article detailing it all: http://in.reuters.com/article/2011/02/15/idINIndia-54919420110215 Joe Gass @ Heritage Print & Visual 5900 Harris Technology Blvd, Ste G, Charlotte, NC 28269 * 704-551-0700 * www.hpvisual.com  22725 Washington Street, Leonardtown, MD 20650  * 301-475-1700 * www.heritageprinting.com Wide Format â?? signs, banners & banner stands, displays, posters, wall and window graphics, vehicle and floor graphics, decals, backlit signs, point of purchase, end caps and toppers, on-site installation and fulfillment Offset and Digital â?? newsletters, magazines, publications, catalogs, conference and meeting materials, brochures, rack cards, presentation folders and direct mail  Veteran Owned and Operated	Â

  Have you ever gone shopping and saw something that caught your eye, but because there was no price tag you assumed it was too expensive? Many people may feel the same way about your products and services if your prices aren't available. When you hide or avoid prices, it becomes the first thing people start to think about. While price doesn't have to be the first thing mentioned on your marketing materials or products, it should be available, and not in a tiny, unreadable font. Here are a few tips to avoid making potential customers (and dollars) run away:

• Use price to show quality. Higher prices can create higher perceived value if your products or services live up to their price tag.
• Offer a price range. While individual prices may vary, promoting "products range from $500 to $50" can often make prospects interested in finding out more.
• Use price as a filter. Displaying a high price may help you filter the prospects who are truly interested in your products or services from those who are just curious how the price compares.
• Include the original value on discounted merchandise to increase perceived value and savings.
• Show confidence by listing prices. This upfront approach will also be appreciated by potential shoppers.

Look to us for help creating marketing materials that portray the true value of your products and services. Joe Gass @ Heritage Printing & Graphics 5900 Harris Technology Blvd, Ste G, Charlotte, NC 28269 * 704-551-0700 * www.hpvisual.com  22725 Washington Street, Leonardtown, MD 20650  * 301-475-1700 * www.heritageprinting.com Wide Format â?? signs, banners & banner stands, displays, posters, wall and window graphics, vehicle and floor graphics, decals, backlit signs, point of purchase, end caps and toppers, on-site installation and fulfillment Offset and Digital â?? newsletters, magazines, publications, catalogs, conference and meeting materials, brochures, rack cards, presentation folders and direct mail  Veteran Owned and Operated

Because online shopping lacks face-to-face interaction, it can be challenging for businesses to build trust with online shoppers. Here are a few ways to help prospects and customers build trust in an online business:

• Invest in a professional web design that is attractive and welcoming for visitors, just as you would a physical business. Focus on ease of use and site organization.
• Increase rapport and top of mind awareness by publishing a regular newsletter. Consider a "product of the month" feature that includes a special promotion on this item.
• Join a local organization such as a chamber of commerce, and consider becoming a part of a business trust program such as the Better Business Bureau (BBB) which can help you establish and maintain a positive track record in the marketplace.
• Build credibility with a company branded e-mail address, such as NickJ@companyname.com rather than a free email account like Hotmail or Gmail. When responding to inquiries, always use an e-mail signature that includes your contact information, including your company's name, website, and telephone number.
• Offer an interactive customer review section on your website and encourage customers to post comments about their experience with your business.
• Introduce the people or history behind your online business in a "company profile" or "about us" section.
• In addition to your e-mail address and phone numbers, provide a physical location (even one that customers may never visit) to ensure your business is real and legit.

If you'd like help creating supplemental print materials for your online business, check out our web site today! Our creative team can open an online window to new opportunities. Joe Gass @ Heritage Print & Visual 5900 Harris Technology Blvd, Ste G, Charlotte, NC 28269 * 704-551-0700 * www.hpvisual.com  22725 Washington Street, Leonardtown, MD 20650  * 301-475-1700 * www.heritageprinting.com Wide Format â?? signs, banners & banner stands, displays, posters, wall and window graphics, vehicle and floor graphics, decals, backlit signs, point of purchase, end caps and toppers, on-site installation and fulfillment Offset and Digital â?? newsletters, magazines, publications, catalogs, conference and meeting materials, brochures, rack cards, presentation folders and direct mail  Veteran Owned and Operated

We have a client who recently celebrated 15 years in business. Not that it matters, but 15 years is the average lifespan of a woodchuck. Being around for 15 years can be a big deal for small businesses and woodchucks. It's important that your customers know about your longevity. People like doing business with companies that have been around for awhile. It makes them confident you know what you're doing. It's that competency thing you've heard so much about. Sometimes, people are shy about getting older. My mother said her birthday is "just another day." When I'm 95, I'm going to celebrate every day as if it's my birthday. I'm going to let everyone know that I've made it another day, and I'm not going to be shy about it. Party like a rock star. You shouldn't be shy about celebrating your business anniversary. It's an important event and will cost nowhere near what it costs to marry off your daughter. Given all the goodwill marketing you will receive, getting out the word is extremely inexpensive. We all like inexpensive. Start with anniversary labels. Stock labels have been around for years. Stock labels look like stock labels. If you take marketing seriously, spend a few more pennies and get some custom made. Stick them on everything. Next year, they will be as passe as today's television network schedules. How about some thank you cards for loyal customers? People like thank you cards, and it's becoming a lost art. Thank you for being with us over the long haul. Here's a 10% discount for being loyal. We need you, and I hope you need us. It's a partnership we'd like to continue in the future. It's a better deal than Conan O'Brien got from NBC. Testimonials. Nothing is better than testimonials. Print a simple brochure you can stuff into every envelope you mail. "A good belt keeps your pants up, and there's no better place to buy a belt than Ernie's Belt Shop." I'm a printer. A few years ago, I did a testimonial for a paper company. I got four orders from it. Testimonials work two ways. It's a gimme. There are so many more ideas to help you celebrate your companies anniversary this year. We can work together to see what fits for you. Give me a call. Shoot me an email...and happy anniversary! Heritage Print & Visual (we are celebrating our 34th anniversary in January!)

5900 Harris Technology Blvd, Suite G, Charlotte, NC 28269 * 704-551-0700 * www.hpvisual.com

 22725 Washington Street, Leonardtown, MD 20650 * 301-475-1700 * www.heritageprinting.com

 Wide Format - signs, banners & banner stands, displays, posters, wall and window graphics, vehicle and floor graphics, decals, backlit signs, point of purchase, end caps and toppers, on-site installation and fufillment Offset and Digital - newsletters, magazines, publications, catalogs, conference and meeting materials, brochures, rack cards, presentation folders and direct mail Veteran Owned and Operated

The brand personality of your company can help attract the clients you want and keep you away from the clients you don't. Branding goes hand in hand with marketing, and like marketing, haphazard won't cut it. It's very important that a brand reflect YOU. If you are being talked into pastels and soft colors and you're a rock-and-roll, edgy person, you are never going to be able to use your branding with confidence. So, be deliberate about injecting your brand into every aspect of your marketing. Colors, logos, design elements, writing style, where you advertise, office decor -- these are all important components of your branding. So are confidence, value proposition, and core values. Randy Shattuck of The Shattuck Group writes: "Your company's brand strength is the sum total of opinions that the market holds of your business. If you were to poll your top 20 clients, what would they say about you? What about 100 companies that fit your target profile and know about you but don't do business with you? How about your top five competitors? These polls can be eye-opening." A consistently communicated brand exudes confidence, goes hand-in-hand with your marketing plan, and can powerfully attract customers. _____________________ Heritage Print & Visual �. Improving Your Image in the Marketplace Signs, Banners, Posters, Displays, Decals, Wall, Window & Floor Graphic, Backlit Signs, Brochures, Booklets and Publications, Marketing Materials & Direct Mail 5900 Harris Technology Blvd., Suite G, Charlotte, NC 28269,  704-551-0700  22725 Washington Street, Leonardtown, Maryland 20650, 301-475-1700 www.heritageprinting.com  

 

_____________________ Heritage Print & Visual �. Improving Your Image in the Marketplace Signs, Banners, Posters, Displays, Decals, Wall, Window & Floor Graphic, Backlit Signs, Brochures, Booklets and Publications, Marketing Materials & Direct Mail 5900 Harris Technology Blvd., Suite G, Charlotte, NC 28269,  704-551-0700  22725 Washington Street, Leonardtown, Maryland 20650, 301-475-1700 www.heritageprinting.com  

Here's a harsh reality every business must face: All the marketing in the world isn't much good if the buyer fails to act. If you had a dollar for everyone who intended to call you but didn't, you'd be far richer than you are right now. So how do you motivate your customers to pick up that phone? There are a lot of ways to harness the 'power of now' (to borrow a phrase). Reply cards, self-addressed stamped envelopes, toll-free numbers, offering a gift with purchase, coupons that set a time limit or an offer limit... the list goes on. Motivating action can take a lot of forms, but setting a deadline, creating an incentive, limiting an offer, and guaranteeing satisfaction are four of the most powerful. Setting a deadline is simple. You must act before October 1 to qualify for these prices. Deadlines are important to our very basic psychology. From tax attorney to tea shop, it is possible and desirable to create deadlines. You know those people who say, "We'll plant a tree if you buy this from us"? They are offering an incentive. Now, only you know the kind of incentive that will motivate your customers, so offer one, and see what happens. Limiting the offer means offering it to only the first 20 people who come in, or the first 100 people who call. Or even something along the lines of 'limited quantities, first come, first served.' Limiting the offer encourages people to be first, and motivates them to act, so they don't miss out on whatever incentive you're offering. Guarantee satisfaction. This goes back to credibility. Showing that you are so super confident in your product that you're willing to offer a satisfaction guarantee pushes your credibility through the roof! At Heritage Printing & Graphics you can trust that we will stand behind our products and services insuring that you are completely satisfied with the results that we will provide for you.  _____________________ Heritage Print & Visual �. Improving Your Image in the Marketplace Signs, Banners, Posters, Displays, Decals, Wall, Window & Floor Graphic, Backlit Signs, Brochures, Booklets and Publications, Marketing Materials & Direct Mail 5900 Harris Technology Blvd., Suite G, Charlotte, NC 28269,  704-551-0700  22725 Washington Street, Leonardtown, Maryland 20650, 301-475-1700 www.heritageprinting.com   

With most consumers looking for ways to save money, an enticing coupon offer is a great way to overcome slow sales and woo penny pinchers. Here are a few tips on how to include coupons in your next marketing promotion:

• Staple coupons to receipts during purchase transactions which offer savings on their next purchase. This builds customer loyalty by offering a reward that encourages customers to return again.
• Track the response rate of promotions by including a special code on each coupon campaign.
• Include reasonable expiration dates that encourage a timely call to action.
• Feature coupons on your web site. Customers often research companies online, and are more likely to make an initial purchase with an enticing coupon offer. Request the recipients e-mail address in exchange for future promotions.
• For promotions with short time cycles, send coupons via e-mail to your prospects and customers in your database.
• Integrate coupon promotions with your overall campaign by including with information requests, sales packets, or designing as part of your mailer, such as a tear-away postcard or business card.
• Offer considerable discount coupons to customers who refer your business to others.
• Post your promotion on coupon web sites. Coupon sites are growing in popularity and are often a great way to drive consumers to your web site to learn more about your company.
• Create special promotions that advertise your first 100 customers will receive a 30% off or valuable buy one, get one coupon at the door.
• Support your community by encouraging customers to donate food, clothes or toys to local shelters, and reward them with discount coupons to your business.  
• Learn from other coupons. Start paying attention to coupons you receive in the mail or view online, and think about features that catch your attention or motivate you to purchase.
• Offer an opportunity for those who redeem coupons to enter a drawing for a prize (include space for the customersâ?? contact information on the back of your coupon). It is a way to track recipients who have purchased from you.

Overall, coupons are a win-win for everyone. Customers get the deal they're looking for and you benefit from extra sales and the opportunity to promote your local business information. If youâ??d like help creating coupons your prospects and customers enjoy using, contact Heritage Printing & Graphics today!  We can help you with all of your printing and visual communication needs. Joe Gass Heritage Printing & Graphics, Inc. 5900 Harris Technology Blvd., Suite G, Charlotte, NC 28269 www.heritageprintingcharlotte.com      704-551-0700 22725 Washington Street, Leonardtown, Maryland 20650 www.heritageprinting.com   301-475-1700/888-777-9776 Veteran Owned and Operated GreenWorks certified